Context Alterations in Clothing and Signage: Implications for Graphic Design - This thesis argues that Marshal McLuhan's theory "the medium is the message" can be applied to the concept context alters human communication. Analysis of two separate visual entities, clothing and signage, shows that the application of signage elements on clothing modifies the interpretation of the message from its traditional use. Clothing and signage are defined and compared as to how each visually communicates to the world. A conclusion that meaning will be reconstructed by the viewer through visual communication theory and rhetoric theory is explored.